Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 94

As we all know, every extra click can cost sales. That’s why many businesses choose to sell directly from a social media channel in addition to or instead of linking people to their website, Etsy store, or Amazon store.

Courtesy of Marleylilly

FIGURE 1-2: Product offerings can begin on Facebook (top) and then link to a separate shopping website (bottom).

Courtesy of the owner of The Little Dabbler

FIGURE 1-3: The Etsy mini-badge on the right side of this blog drives traffic to the Etsy shop for The Little Dabbler.

This solution can be a very cost-effective one for some B2C micro-businesses with only a few products, at least until they grow large enough to make a dedicated storefront worth the investment. Selling through a social channel may also make sense for introducing new or trending products or generating interest that would drive prospects to a fully empowered storefront.

Marketers for large companies and those with a B2B audience are a bit cautious. Social media channels are not yet flexible enough to handle large inventories or the long-sales cycle generally needed to complete a high-ticket B2B purchase.

Another potential downside to selling only from social media is that you can’t always land paid search ads on a social media channel. Some PPC platforms, including Google, require that a landing page include the actual URL for the company. If you plan to advertise only on the social media platform from which you are selling (such as Facebook), this is not a problem.